Chapter 15: Advertising, Sales Promotion, and Public Relations | |
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|[p|What\'s Ahead |
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|] |Advertising |
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| |Setting Advertising Objectives|
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| |Setting the Advertising Budget|
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| |Developing Advertising |
| |Strategy |
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| |Evaluating Advertising |
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| |Other Advertising |
| |Considerations |
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| |Sales Promotion |
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| |Rapid Growth of Sales |
| |Promotion |
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| |Sales Promotion Objectives |
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| |Major Sales Promotion Tools |
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| |Developing the Sales Promotion|
| |Program |
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| |Public Relations |
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| |Major Public Relations Tools |
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| |Chapter Wrap-Up |
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|What\'s Ahead |


The senior marketing manager for M&M/Mars knew she was on to something when
she got a call from her daughter at school. It seems that the kids in her
daughter\'s class were picking up the phrase, "Not going anywhere for a
while? Grab a Snickers." This was music to the woman behind the now highly
successful Snickers advertising campaign.
In its "Not going anywhere for a while?" theme-later simplified to "Hungry?
Why Wait?"-Snickers had found the elusive "big idea"-a creative approach
that turns a solid advertising strategy into a great ad campaign. During
the past three years, the idea has become the basis for a series of
wonderfully engaging, award-winning commercials that spill over with brand
personality. Such commercials are crucial in today\'s cluttered and chaotic
TV advertising environment, in which the average U.S. adult is exposed to
as many as 247 ads a day. Before an ad can even start to communicate a
selling proposition, it must first break through the din of commercials and
other distractions to capture viewer attention. Humor is often the best
clutter buster, and the Snickers ads are delightfully funny.
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The campaign has consisted of several humorous variations on a central
premise: Through circumstances beyond their control, characters in the ads
find themselves stuck in one place for a long time, without access to a
meal. The first spot in the campaign featured Buffalo Bills coach Marv Levy-
who had taken teams to the Super Bowl four times without a win-lecturing
his players that nobody would leave until they figured out how to win the
big game. The ad was funny. It was also very expensive-football stars don\'t
come cheap. So the creative team at BBDO Worldwide, the Snickers ad agency,
set out to reduce production expenses. "We have a great idea," said the ad
agency\'s creative director to his team. "Let\'s simplify it." The team
responded with five new spots that not only cost less to produce but also
allowed more effective use of 15-second media slots versus 30-second ones,
thus saving on media costs as well. The lower budget created a kind of
modesty and simplicity in the Snickers campaign that made the new ads even
more appealing than the original.
One of these ads, set in a football locker room, took a good-natured poke
at political correctness. In the ad, a gruff, crew-cut head coach
announces, "Listen up. This year we gotta be a little more \'politically
correct\' with the team prayer." He turns to a priest standing behind him
and says, "Hit it, Padre." The priest begins his prayer, but before he can
go on, the coach butts in to introduce a second clergyman. "All right,
Rabbi. Let\'s go." The rabbi too is cut off, this time in favor of a Native
American spiritualist, who in turn gives way to a Buddhist monk. "That was
very touching," growls the coach. As the camera pans the room to reveal a
long line of spiritual leaders waiting to bless the team, the voice-over
says, "Not going anywhere for a while? Grab a Snickers."
Some may take the Snickers campaign as comedy for comedy\'s sake, but
beneath the funny lines is a very serious selling proposition. The stakes
are high and so is the investment-M&M/Mars spends tens of millions of
dollars each year on advertising for Snickers. The campaign\'s objective is
to advance Snickers\' long-time hunger-satisfaction positioning-it\'s what to
eat to satisfy your between-meal hunger. Previous advertising portrayed
idealized role models such as firefighters and investigative reporters
scarfing down Snickers bars before committing nougat-fortified acts of
heroism. Those ads were neither entertaining nor relevant to the brand\'s
primary target market of males 18 to 22 years old. The new ads are both.
They give Snickers a less serious tone and position the brand more credibly
and believably as a hunger-relieving stop-gap measure. "We